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BuzzFeed UK and HuffPost UK join The Ozone Project in latest premium partnership 

UK news publisher ad alliance, The Ozone Project, which enables brands to reach trusted premium environments from a single buying point, has announced BuzzFeed UK and HuffPost UK as the latest premium partners to join the project in a partnership brokered with BuzzFeed, Inc. 

The alliance – which currently comprises 12 premium publishers including News UK, Telegraph Media Group, The Guardian, Reach plc., The Independent, City AM, The Stylist Group and HELLO! – is claimed to have a combined reach of 45 million UK adults across more than 250 premium domains.

The addition of the BuzzFeed, Inc. audience will increase Ozone’s total deduplicated platform reach by more than 200,000 readers every month and will enhance the opportunity for brand advertisers to reach scaled audiences across some of the UK’s most respected premium publishers.

Dipti Patel, The Ozone Project’s Business Development Director, says, “BuzzFeed and HuffPost UK are power brands in the digital media space and through this new partnership we will be able to offer even more opportunities for those advertisers with a clear focus on ensuring their campaigns only ever appear in quality, brand-safe environments.”

We’re delighted to welcome the BuzzFeed, Inc. brands into the Ozone family. From our earliest discussions it was clear that the organisation’s reputation for delivering brilliant content for really engaged readers was the perfect match for our current publishers.

Dipti Patel, Business Development Director, The Ozone Project 

The inclusion of the two titles in the Ozone portfolio will also add ‘greater depth to the insight and activation capabilities of the Ozone platform’ according to a spokesperson, helping brands ‘reach their audiences in context-rich environments, through behavioural targeting and other methods not reliant on third-party cookies’. 

It comes during a busy period for the Project, with the launch of its ‘Stories’ ad format earlier this month (in collaboration with MediaCom) which allows multi-frame messaging to be shown alongside publisher content in the form of a full-screen story experience. The alliance also announced a partnership with The Trade Desk in March which was the first global demand-side platform connection for the project.

The Trade Desk is always supportive of initiatives that create a more equitable, transparent and efficient programmatic supply chain. This set of values are shared by The Ozone Project, which is of paramount importance to us.

Dave Castell, GM of Inventory Partnerships EMEA, The Trade Desk